How to create a Google business profile

A Google Business Profile is a fundamental part of registering your business.

Gone are the days of sifting through the Yellow Pages. With 97% of consumers searching online for local businesses, having a strong digital presence has become essential for attracting customers and staying competitive.

Without a Google profile, you risk sacrificing precious search engine real estate to competitors, burying your brand visibility and certainly losing out on new customers.

If you are based in a physical location, a Google Business profile will automatically show up on Google Maps; a simple way to drive local footfall. Online firms can also use their profile in tandem with CRM software to outrank rival websites and pull customers to the homepage.

Below, we’ll share steps on how to create a Google Business Profile, plus key practices to enhance your brand’s visibility and attract potential customers.

Why are Google Business profiles important?

When starting a business, an online presence is critical for reaching your target audience, building brand awareness and establishing credibility. Let’s elaborate:

• Increased visibility in local search results: When users search for services or businesses near them (eg “Mexican restaurants near me”), Google prioritises businesses with complete profiles, helping them show up in the Local Pack on Google Search (a set of three featured businesses on the results page) and Google Maps.
• Improved SEO: A well-optimised Google Business Profile can improve a company’s SEO (search engine optimisation), making it easier for potential customers to find it. Google uses information from these profiles to better understand an organisation’s relevance to a user’s query, leading to higher rankings in both local and broader searches.
• Better customer engagement: Google Business Profiles allows users to engage with customers directly, such as responding to reviews and answering questions. This two-way communication can help build trust, improve customer relationships and improve satisfaction.
• Free marketing: Digital marketing plays a huge role for small businesses, and Google Business Profile can be like free advertising on one of the largest platforms in the world. A profile can showcase important details like address, contact information, operating hours, website links and photos. This will help increase business credibility and provide customers with valuable and easily accessible information.
• Useful insights and analytics: Google Business Profile offers valuable insights into how customers interact with the business. This includes data on how customers found the business, the number of calls or requests for directions and website visits generated through the profile.
  

How to create a Google Business Profile in 6 steps

Setting up a Google business profile is very simple. All the business owner needs to get started is a Google account. Below, we’ve broken down what’s involved into six easy-to-follow steps.

Before we get things underway, you will need to register for a Google Account. Make sure you create a business-specific account, as personal emails are more difficult for Google to verify. You’ll also need to keep a few basic business details to hand, such as your website URL.

Step 1: Sign in to Google

Go to the Google Business Profile page and sign in using your Google account (preferably your business account). If you don’t have one, you’ll need to create a Google account.

Step 2: Find or add your business

Once you’ve signed in, go to “create a profile” and enter the name of your business. If your business already exists on Google’s database, it may appear as an option. If it doesn’t, simply click “Add your business to Google” and start the process of creating a new listing.

Step 3: Search and choose your business category

Select the category that best fits your business. This helps Google understand what type of products and services you offer and improves your chances of showing up in relevant searches. You’ll have the option to choose additional categories later if needed.

Step 4: Choose whether you have a location

If you have a physical location for your business, select “Yes”. From there, you will need to enter your business address or position a marker on the map. If you don’t have a location, simply select “No”.

Step 5: Enter your business details

This includes entering the service area of your business (if applicable), phone number, website URL and operating hours.

Step 6: Claim the business profile and verify your ownership

Once you have completed the preceding steps, you’re on your way home! Your business profile is fully established and you can now return to claim your business and verify your ownership.

How to verify your Google Business profile

To verify your Google Business Profile, you need to prove that you own or manage the business. This verification process helps to ensure that the business information displayed on Google is accurate and secure.

The most common methods include:

1. Phone or text: Some businesses may have the option to verify via phone, depending on the business category and location. If your business is eligible, you’ll see the “Verify by phone option”.

2. Email: If eligible, select “Verify by email”. Google will then send a verification link to the email address associated with your Business Profile to complete the verification.

3. Video recording: For certain types of businesses, Google may require video verification to ensure the business exists and is active. For example, you may be asked to take a video of your business location, staff and the work environment.

4. Live video: You might also be offered the option to verify your business via a live video call with a Google support representative. During the call, you’ll be asked to show your business premises, signage, equipment and any relevant paperwork.

5. Mail: If you choose this method, Google will send a postcard to your business address with a verification code, which will include a 5-digit code and instructions on how to complete the verification.

6. Instant verification: In rare cases, Google can instantly verify that a specific account owns a Business Profile. For example, if you verify your website with Google Search Console, you might get instant verification. An eligible business that manages 10 or more profiles for locations of the same organisation might be able to use bulk verification.

How long does it take to get verified?

It can take a few days or several weeks, depending on the verification method you’ve chosen. For example, if you chose the video recording option, this typically takes around five business days.

If your business profile isn’t verified, it may not be visible in Google Search or Maps. You also won’t have access to full profile features, such as responding to reviews or managing business details, until the verification process is complete.

How to optimise your Google Business Profile

Managing a Google Business profile is not just like publishing a listing in your local newspaper. Firm owners have complete control over their profile and the information it displays; giving you a great opportunity to shape your brand’s perception within the market

To help you capitalise on Google’s suite of profile design tools, we’ve pulled out six key features that companies should focus on enhancing to maximise their brand visibility. These will make the biggest difference to your ranking in Google search results, making it more likely for potential customers to find you.

1. Regularly update business information

Unlike customers visiting your website, the people searching on Google for businesses tend to be local. They don’t just want to know who your brand is, but also practical information about how they can find you, or how trustworthy you are to buy from.

That’s why it’s important to keep your Business Profile up-to-date, including if you change your business hours or get a new phone number. You can easily update your business information by clicking “Edit profile”.

2. Use local keywords

Keywords are the words or phrases customers search for when they need a product or service. If Google thinks your business might cater to specific customer needs, it will push your business up the rankings to put you front and centre on consumer screens.

Adding these keywords to your Google Business listing can help you stand out against rivals. The more relevant your business listing is, the more chances a potential customer can choose you over the other options.

If you’re stuck on finding the right keywords, there are a few tools that can help. These include:

• Google Keyword Planner: A free tool that helps you discover search terms relevant to your business. For example, you can enter your industry or services and see what keywords people are searching for, as well as how much competition there is for each term.
• Competitor research: Look at your competitors’ Google Business Profiles to see what keywords they are using. From there, you can get an idea of what’s working for others in your market and use relevant keywords for your own profile.
• Google Trends: Provides real-time data on search trends, showing how popular specific keywords or topics are over time. Look up popular searches and see if any are relevant to your business. You can also use Google Trends to compare keyword variations, discover related topics and explore emerging trends.
• TikTok Keyword Search: TikTok’s keyword search tool is a good option if your business is targeting a younger audience. Simply use its search bar to discover popular keywords and related hashtags, which TikTok will automatically suggest based on current trends. You can also use the “Discover” page to find trending content and hashtags in various categories.

3. Encourage customer reviews

Customer reviews have a direct influence on your company’s credibility and, therefore, customer decision-making. They tell potential customers that you exist and are trustworthy, and that they can expect to have a positive interaction with your firm.

To encourage reviews, simply ask satisfied customers to leave feedback through follow-up emails, SMS or at the point of sale. Offering small incentives (e.g. discounts on future purchases) can also motivate customers to share their experiences.

It’s also important to manage your reviews by responding to both positive and negative reviews. This shows that you value customer feedback and are committed to improving their experience. For example, you should acknowledge positive reviews with gratitude, but address negative reviews quickly and professionally, aiming to resolve any issues.

4. Use special attributes

Special attributes on a Google Business Profile allow you to highlight unique features and qualities. For example, hotels can display star ratings, on-site amenities and a direct booking link, while restaurants and bars can upload their menu, accept reservations and specify whether they offer delivery or takeaway.

Here’s how to use special attributes for your Google Business Profile:

• Go to the “info” tab on your profile dashboard and select “attributes”.
• Look at the list of available attributes specific to your business category and select “Apply”. For example, if you’re a hotel service, make sure to highlight amenities like “free breakfast”, “pool” or “pet-friendly”.
• Once you’ve chosen your attributes, make sure to regularly check and update them to ensure they accurately represent your business. For example, if you start offering a new service, make sure to add those attributes.

5. Add images and a personalised description

Adding good-quality images and a personalised description will help improve your visibility, enhance customer engagement and convey your brand’s personality.

Adding business photos

If you need some help on the photography side of things, you can hire a professional photographer to set up a photoshoot for your products or your business in action. Alternatively, you can invest in a good-quality camera or smartphone with photography capabilities. You can also encourage user-generated content (UGC) by getting customers to submit their best photos, such as running a contest by giving away a gift card, product bundle or exclusive discount to the winner.

To upload photos and videos, simply select “Photos”. From there, select the type of photo or video you want and then click “Choose photo” and upload.

Adding a personalised description

Google allows you to add a custom description of up to 750 words for your business. Once added, this description will appear across Google’s services, including Google Search and Google Maps, so make sure you have a strong description that accurately reflects your brand identity, clearly outlines your offerings and resonates with your target audience.

You can add your personalised description by going to the “Business Description” section. Click on the pencil icon or the “Edit” button next to it to enter your description.

6. Import your products

If you sell physical products, importing them to your Google Business Profile will allow you to showcase your offerings directly in your business listings, helping customers see what you have available.
To add products to your Google Business Profile, simply:

• Go to the Business Profile Manager
• Select “Edit”, “Products”, then “Add product”. You can also select existing products to edit or delete them.
• Complete the relevant fields to submit a product.

Note: If you’re based in the UK, EEA, Switzerland or Turkey, you currently cannot add a product via Google Search.

Is listing on Google Business free?

Yes. Setting up and validating your Google Business profile is completely free, as is claiming your business. Certain Google certifications, such as being ‘Google Guaranteed’ charge a fee, but you can make as many business listings with your account as you’d like for no cost.

Where do you access your Google Business Profile?

You can access your Google Business Profile through several methods. One way is by searching for your business name directly on Google or Google Maps, where your profile typically appears on the right side of the search results or in the map listings.

Alternatively, you can visit the Google Business Profile Manager and click on the “Manage now” button to log in with the Google account associated with your business. You can also download the Google Business Profile app from the Google Play Store or Apple App Store, which allows you to update your profile straight from your mobile.

How to delete a Google Business Profile

While deleting your Google Business Profile is straightforward, it’s important to remember that once you delete it, your business information will no longer be visible on Google Search or Google Maps. To delete your Google Business Profile, simply:

• Go to your Business Profile and click “more”
• Select “Business Profile settings”
• Click “Remove business profile” and then “Remove profile content and managers”
• Click “Continue”, “Remove” and then “Done”

Conclusion

Nowadays, a Google Business Profile is a must for businesses of all sizes. Not only does it improve your visibility in local search results but also enhances your SEO, builds customer engagement and offers valuable insights into customer interactions. Creating and managing your profile is also straightforward and free, making it accessible to everyone.

But simply having a Google Business Profile isn’t enough and you’ll need to optimise it regularly to keep customers interested, including incorporating local keywords, utilising special attributes and adding high-quality images that will help differentiate your brand.

By following these practices, you can effectively leverage your Google Business Profile to drive traffic, boost your brand’s credibility and ultimately increase your customer base.